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Why

CEO Letter

When my grandfather started this company more than 60 years ago, his vision was to make quality products that endure over time. I don’t know if he ever dreamed that this is where we would be today, but I am sure he would be proud of what Canada Goose has become.

When my grandfather started this company more than 60 years ago, his vision was to make quality products that endure over time. I don’t know if he ever dreamed that this is where we would be today, but I am sure he would be proud of what Canada Goose has become.

At the same time, I’m not sure he’d recognize the state of the planet that we inhabit or how the forces of nature have been irreversibly altered by humanity.

Over the years, we have always stayed true to who we are, always focused on making superior products that last for the long-term, and always demonstrated that ‘doing good’ is good for business. We greatly honour the expertise of the Inuit – the original parka makers – who have lived in harmony with nature for thousands of years and whose practices are rooted in sustainability. Inspired by them, we strive to repair the gap between humanity and the natural world. But we also know that as citizens of the global community, we can always do more for the good of the world.

If you know the Canada Goose brand, you know that authenticity is everything to us. It is woven into every aspect of our business, from how we design and build our apparel with a product lifetime warranty, to how we engage with our customers. This past year, we took a long, hard look, not only at ourselves, but at the state of the world around us. Recognizing that from a global perspective, we’re at a critical crossroads, we made a conscious decision to be a positive part of the change that’s ahead. We have a part to play in creating a future that we want to see. So, we set a course to where we want to be.

In 2019, we officially embedded sustainability into our business, resolving to tackle pressing social, economic, and environmental challenges in a bigger way than ever before. While we have a long tradition of committing to sustainability, with this report we are now publicly tying our actions to defined goals and firm deadlines.

Our vision for the future is outlined in our Sustainable Impact Strategy, which builds on our core values and applies them with renewed vigour.

We’ve embraced a number of specific goals that will do more to help preserve the outdoors, but most noteworthy, we have set an ambitious target to address climate change by becoming carbon neutral by 2025, or sooner. This journey won’t be easy, but we are all-in.

We have a part to play in creating a future that we want to see

To make this vision a reality, we’ve added to our leadership team, engaged our employees on sustainability councils, and teamed up with forward-thinking industry partners – each of these passionate people and associations will be critical to achieving our Sustainable Impact Strategy and other goals. We’ve already started making exciting improvements in the way we operate, and envision many more as we progress.

I’m proud of these strategic decisions. I believe they will enable us to meet the challenges we and other businesses face in 2020 and beyond. They will make Canada Goose – and society as well – stronger for years to come. I think my grandfather would be proud.

I invite you to read this report and to learn more about how we are tackling these challenges openly and optimistically. It’s our first step towards ensuring that we will all remain a part of nature and nature remains a part of us.

Dani Reiss, C.M.

President & CEO

Canada Goose was born in the coldest places on Earth, so it seems fitting that, we’ve always embraced a good challenge.

Whether it’s innovating to create products that withstand the harshest conditions on the planet or finding ways to inspire and enable all people to engage with the outside world, we thrive on achieving success by taking the road less travelled. We endure any condition, observe every detail, and take the long view; in order to keep this planet cold and the humans that live on it warm. It’s why, as Vice President of Corporate Citizenship, I’m so excited about and motivated by the aggressive and transparent sustainability goals laid out in this report.

What we’ve set out to achieve in the months and years ahead isn’t trivial, but we’ve built a long legacy of doing things that have never been done before. As with any challenge we undertake, to succeed we’ll need to continue being thoughtful and strategic in how we operate. We’ll need to keep our eyes locked on our goals, and we’ll make smart and impactful decisions that propel us towards reaching those goals.

To me, the most inspiring and exciting part of this challenge is the collective determination and passion to achieve –– and even surpass –– these sustainability goals by the team at Canada Goose. Every department, every region, and every level are on board to collectively make a positive impact on our company and on our planet.